For as long as there have been sales people, there has been a debate about selling features versus benefits. Can you sell more products or services by focusing on features; that is, what it does? Or, is it better to focus on outcomes; that is, positive gains to your prospect’s life or business with benefits based copy?
Ultimately, your answer to this question depends on your target audience and which of the two approaches will build value best for them. If your audience is full of “techies” for example, copy that’s heavy on features will be more likely to lead to conversions.
Then again, if your target audience is “normal” people (is it OK to even say that?), then your copy should focus on benefits. Why? Because individual self-interest is the driving force for most people to make a purchase. In other words, they only buy from the product or service provider who answers their most important question… “What’s in it for me?”
Your Audience: Features Folks vs. Benefits Folks
For some, this may seem obvious but, think of your car. There are people out there who only care how big and powerful the engine is, how much torque the transmission has, and how good the tires are. For the rest of us, we just want to know that all those things together will give us a reliable form of transportation that will safely take us from here to there. Frankly, the how of it really doesn’t matter – only that it works and, by doing so, improves our lives.
It should come as no surprise that, if you’ve worked hard to build amazing features into a great product you want to share them with your target audience. That’s just human nature, right?
But it’s just as natural for your audience to care more about how those features will help them. “Will they save me time, money, and/or effort?” they ask. Put another way, the fact that you know these features will make your ideal client’s life better does not mean that they do.
Feature + Benefit, Benefit, Benefit = Value
For the most successful sales people, and marketers too, we know that value is created when we are able to provide three benefits for every feature.
As a simplified example of how well this can work, let’s look at our own recent product introduction, the YOMT Product launch Checklist. Now, this thing took tons of work hours to put together and is based on decades of experience – so we know it has value. But, what’s the benefit to you?
As we explained in the introductory post: We’ve put together a Product Launch Template that empowers you to launch your products and services – both large and small – on your terms, meeting your needs, and according to your timelines.
With this template, your launch will be:
- On time
- On schedule
- On budget
If you’ve ever struggled with the launch process, you know those three benefits are critical to your success. But, that’s not all our template will do for you because, it will also save you:
- Energy and Effort
These two simple lists of benefits are now available for us to use, interchangeably, for every feature we’ve included. Of course, the benefits you have to offer will be different but, if you can share three benefits for every feature of your product or service, your sales copy will be far more effective.
So, if you’re ready to get started using benefits based copy at your website, but are unsure how to get started: Get in touch with the YOMT Team today